PHILOSOPHY

Marketing job is probably the most exciting job you can have in a company (I know I am biased). In this turbulent period with a lot of new changes (societal, technological, environmental,…), it is not so easy to know what to do. I have developed a process that, at least, helps me to take these decisions and you might be interested to discover it. This is the humble idea behind this ebook.

These last years, the environment where we are working is facing an acceleration of changes and complexity. The good news is that we are also discovering new ways of working. Design Thinking is really a fantastic methodology, more agile, more colaborative and faster. Strategy is now strongly influenced by Design Thinking thanks to the fantastic work Alex Osterwalder did with his Business Model Canvas.

In my daily life, when working and thinking on Strategic Marketing, I felt that the current approach is outdated and is no more delivering strong results. Based on this, I did some research but I haven’t found something that really convinced me therefore I decided to develop something (at least to try). It is how the Marketing Canvas is born.

Marketing Canvas in Action

Marketing Canvas in Action

STRUCTURE

My first idea was that we should be able to connect financial goals (which is why most of the time we do a marketing plan) with marketing actions. I thought about the CUSTOMER LIFETIME VALUE (CLV).

The Service Design and UX theories (Alan Cooper) convinced me that we should talk about HUMAN and put the human in the center of the plan.

While Kotler (with his 7P) is not considering the BRAND has one key dimension but more as a tool, I believe it should be clearly mentioned as a dimension.

I think the concept of VALUE PROPOSITION as described in the Business Model Canvas is perfectly doing the job. Let’s keep it.

Instead of talking of Channels or Place, let’s embrace the Customer JOURNEY revolution and use Journey as it covers interactions, touchpoints, micro and macro moments and omnichannel.

Advertising, Promotion or even Education (as in the SAVE model) are for me missing the point: we should talk about CONVERSATIONS. How much unpaid conversations do you have, how long are your conversations? Is it a monologue or a dialogue.

Finally, your BUDGET which are all the money you spent for your Marketing to make this happen.

These 7 dimensions (Human, Brand, Value Proposition, Journey, Conversation, Budget and CLV) are specific dimensions that help you to observe your business in a simple way.


MARKETING CANVAS


PROCESS

The planning exercise works much faster, is more collaborative and interactive. You can easily identify where the disconnection exists between these elements. What is slowing down your growth (the brakes)? What is accelerating your growth (the accelerators)? The impact on the Revenue Equation?

First question is to clarify why you have to do this exercise?

Marketing Canvas - Why you need to do a Marketing Strategic Exercise?

Marketing Canvas - Why you need to do a Marketing Strategic Exercise?

Then, you have to start your Marketing Strategic exercise.

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Questions you should ask yourself when discussing your objective with the Marketing Canvas

Questions you should ask yourself when discussing your objective with the Marketing Canvas

The recommended process is based on the established divergence-convergence approach of the Design Thinking methodology. After having mapped your current Marketing situation using the 7 dimensions, you can identify what could help you to achieve your financial objectives (accelerators) or what is blocking you (brakes).

More on How to assess your Marketing Situation: read our article

Visualise your discussions on the Marketing Canvas

Visualise your discussions on the Marketing Canvas

Afterwards, when you have assessed what is the right Marketing Problem, you can start ideate on potential changes you should do on your Brand, Value Proposition, Journey or Conversation.

Finally, after the ideation process, you can decide what are the right changes

Ideation of possible solutions using the Marketing Canvas

Ideation of possible solutions using the Marketing Canvas

After having decided what you should do, you can finally it in an Action Plan.

Build your action plan with the Marketing Canvas

Build your action plan with the Marketing Canvas